The Best Pieces of Marketing Advice You Can Now Ignore

To help you get rid of traditional marketing practices that are no longer relevant, we asked marketing professionals and business leaders this question for their best insights. From casting a wide net to generating quantity over quality, there are several marketing practices that you can leave in 2021.

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Written by AMA Colorado

The pandemic has made a lot of best practices and best pieces of advice obsolete in marketing. What is one traditional piece of marketing wisdom that marketing professionals should now discard and ignore?

Here are the ten best pieces of marketing advice you can now ignore:

  • Cast a Wide Net
  • Attract Attention by Any Means
  • Produce Good Content That Speaks for Itself
  • Measure Results Based on Budget
  • Write and Send Mail Pieces
  • Focus on Repetitive Messaging
  • Produce Information Rich Content
  • Spend 8% of Revenue
  • Rely on "Word-of-mouth" 
  • Generate Quantity Over Quality

Cast a Wide Net

Old marketing styles encouraged having wide reaching appeal to target any and all potential prospects. Today there are many tools available to gather data on preferences customers may have or their buying habits. You can now utilize the internet to research analytics into customer behavior to tailor your approach to be more targeted and effective.

Jacob Dayan, Community Tax

Attract Attention by Any Means

"All publicity is good publicity." The conviction that publicity has intrinsic value is a pre-information age relic. With the growing popularity of ethical buying and just seconds to verify any brand's press coverage, reputation becomes more important than marketing penetration. Instead of fishing for attention, it's much better to craft the public image carefully.

Michael Sena, SENACEA

Produce Good Content That Speaks for Itself

The quality of your content is crucial, but you won’t get the attention of your target audience if you don’t support it with the right promotion. Effective content marketing is only possible when aligned with a well-developed outreach strategy that enables your work to be seen.

While it’s essential to develop excellent content enriched with top keywords your audience searches for, your job doesn’t end there. You also need to put your content in front of the right people interested in your work.

Content is like a product that you want to sell. Good quality is essential, but advertising and promotion are equally important. Effective outreach techniques offer an opportunity to put high-quality content in front of the right target group and encourage your audience to share it with their community.

Dorota Lysienia, LiveCareer

Measure Results Based on Budget

Fortunately, gone are the days where your marketing results were often measured by the price tags of your campaigns. Today, marketers have a myriad of options at their disposal — a lot of them won't break the bank.

Digital PR can do wonders for a company, especially when you're also trying to gain visibility and create a recognizable brand. This means that doing outreach, working with reporters, doing interviews and being a podcast guest can all lead to more traffic to your site and, ultimately, a much bigger ROI.

Ryan Rottman, OSDB Sports

Write and Send Mail Pieces

A hundred years ago, marketing professionals would say that a lot of their work was done by writing and sending out mail pieces. Nowadays, we know this is not true because there are so many other ways for companies and brands alike to reach customers through social media networks like Facebook Ads or Google Adwords (though these can take some time).

Stewart McGrenary, Freedom Mobiles

Focus on Repetitive Messaging

When your target audience sees your message for the first time, they will shrug and go on. But if you keep exposing them to your offer, they'll drop everything and go for their credit card! Unless you're a global brand with the financial means to fund a massive marketing campaign across several platforms, you should try to capture your potential customer's attention in as few engagements as possible: one to three, at most.

Axel Hernborg, Tripplo.com

Produce Information Rich Content

Content rich promotions were once considered to be a must in marketing, yet, in today’s fast paced and short attention span world, too much information can hurt you. The average social media user spends two seconds looking at an advertisement online, and over 25% of Millennials say they cannot remember any details of promotions that they watched in their entirety.

Given these realities, providing long verse banners or printed content, or even extended visuals full of information, will be ineffective. The new marketing realities find that short impactful materials, or promos that touch people on an emotional and not informational level, are more likely to drive interest and thus increase sales.

Cody Candee, Bounce

Spend 8% of Revenue

There is an old rule of thumb that you should only spend 8% of your revenue on marketing. This is an outdated rule of thumb. In today's competitive online landscape, you must spend more on your marketing budget if you want to make an impact and attract more customers. There are so many more ways to market your product or service today then there used to be. With social media, SEO, and email marketing your budget needs to be bigger if you want to build an established brand. Companies should be more aggressive in their marketing budgets and do everything they can to attract more customers. In today's modern framework, marketing budgets need to be much bigger than they were previously.

John Wu, Gryphon Connect

Rely on "Word-of-mouth" 

The marketing wisdom that “word-of-mouth” is still the best marketing strategy should be obsolete. For one, it lacks the frequency, and the audience reach you will need to make impactful advertising. We are often confused that referrals are the best form of gaining new customers, but you won’t gain as much exposure as a brand from this at all.

Kathryn McDavid, Editor's Pick

Generate Quantity Over Quality

One traditional piece of marketing wisdom that marketing professionals should forget is that generating a large number of leads is better than generating a high quality of leads. We have been taught that traditional marketing is about generating a large number of leads so that the sales team can follow up on them and close them. Though it’s true that a large number of leads is better than no number, there is a point of diminishing returns. The truth is, it’s actually better to have a few excellent leads than a lot of mediocre leads.

Ben Miller, Focus On Digital




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